how to delight customers? Lessons from our work on Windows Phone 7

Oded RanHead of Consumer Marketing, Windows Phone UK

Things we’ll speak about today

Understand for whom you currently designing your products or services. Change course, if needed.

Review what research says about customers satisfaction and happiness, why it matters, and what drives it.

Share lessons from our work on Windows Phone 7.

Practice these models on the products or services you’re working on.

Who am I

Product person that does marketing

Marketing person that does product

I love managing and launching consumer mobile products.

I worked in UK, US and Israel.

I love films, foreign languages, traveling and cats. Not necessarily in that order

Brief history of timeWindows Phone? What?

Who did we design our product for?

Network operator

Phone manufactur

er

Microsoft /Windows

Developers

EnterprisesEnd userDesignNo one really

Windows Mobile

Network operator

Phone manufactur

er

Microsoft /Windows

Developers

EnterprisesEnd userDesignNo one really

Who do they design their product or service for?

Who do they design their product or service for?

Who do they design their product or service for?

Who do you design your products or services for?

CHANGING DIRECTION

“If you do not change direction, you may end up where you are heading”. - Lao Tzu

Who did we design for?

Network operator

Phone manufactur

er

Microsoft /Windows

Developers

EnterprisesEnd userDesignNo one really

Who should we design for?

End user

Network operator

Phone manufactur

er

Microsoft /Windows

So who’s our end user?total market opportunitypeople who will buy smartphonesmeasuring total market opportunity at time of launch

personarepresentational user & muse of the brandportrays richness of experience and aspirational qualities

addressable market people who could buy itmeasuring market potential

target customerpeople whom we will build for and market toa lens of focus for value prop based on market data

Life Maximizer

s, 15%

Targeting “Life Maximizers”

WHO ARE LIFE MAXIMIZERS? WHAT’S IMPORTANT TO THEM?

Not feeling overwhelmed

Balanced priorities

Growing personally and professionally

Living life to the fullest

Busy personally and professionally

Living a rich, active life

Settled rather than seeking

Juggling priorities

Value technology as a means to achieve goals

Targeting “Life Maximizers”

WHAT ARE THEIR DEMOGRAPHICS? HOW MANY ARE THERE?

51M Total phone market in the UK

12M People who intend to buy a smartphone and could buy the product

10M Life Maximizers in the UK

Over half are 18-34

As likely to be male as female

2/3 are employed

University graduates

More than half are 25-44 and as likely to be with or without children

Who we design for: Anna & Miles

AnnaPart time PR professional and busy mum

“My life is a balancing act between work,family, friends, and my own personal needs.”

MilesGrowing his own architectural business

“I love running my life real-time so I can takeadvantage of whatever is inspiring me…whetherit’s a new project, a pick up game or a stolenmoment with Anna.”

Before we continue: Why should we care if Anna & Miles are happy?

Customer satisfaction drives higher ROI and excess shareholder value

$£€

Sources: Fornell et al., 2006; Fornell, Mithas, & Morgeson, 2009; Wang & Zhao, 2009; Tuli & Bharadwaj, 2009; Matzler et al., 2005; Gupta & Zeithaml, 2006; Aksoy et al., 2008.

Happy customers also are shown to

Talk to more people about their positive experience

Become repeat customers Pay more or purchase more Stay loyal to your brand Drive marketing for you Provide useful feedback Safeguard your brand against unhappy

customers

The $1bn question:What makes us happy?

What makes us happy?

Autonomyfeeling that your activities are self-chosen

Sources: Reis et al. (2000). “Daily Well-Being: The Role of Autonomy, Competence, and Relatedness”. Personality and Social Psychology Bulletin, 26 (4), p. 419-435.Hunt, T. (2008). Happiness as Your Biz Model. Retrieved from http://slidesha.re/d680AW.

Competence feeling that you are effective in your activities

Relatedness feeling understood and appreciated

Autonomy

Feeling in control of one’s surroundings Understanding one’s own resilience Feeling of agency Empowerment

Autonomy Lessons from Windows Phone 7

How to create feelings of autonomy?

Give people tools to personalize their experiences

Build tools that democratize previously inaccessible industries

Offer clear and attractive choices Be open and transparent Don’t lock people in

How would you create feelings of autonomy in your product/service?

Competence

Confidence in one’s abilities and strengths Feedback from others on one’s

performance Learning and growing skills Self-actualization Doing meaningful work Getting into flow

CompetenceLessons from Windows Phone 7

How to create feelings of competence?

build consecutive levels of achievement into the experience

don’t talk down to your customer plant ‘easter eggs’ create flow...simple entry point to more

complex systems allow ways for mentors to interact with

newbies (create rewards)

How would you create feelings of competence in your product/service?

Relatedness

Feeling understood and appreciated A sense of closeness with others Talking about things that matter Hanging out with others Doing pleasant, fun things Avoiding self-consciousness

RelatednessLessons from Windows Phone 7

How to create feelings of relatedness?

Design simple ways for customers to share Build in multiple ways for customers to

interact Create experiences that meet customers’

offline lives Have many collaborative experiences

How would you create feelings of relatedness in your product/service?

Summary

Design for the end-user

AutonomyPersonalization, transparency, openness, empowerment

CompetenceSelf-learning, confidence, Easter eggs, discoverability

RelatednessSharing, closeness, experiences connected to one’s life

Buy a Windows Phone

Further reading

Hunt, T. (2007). Happiness as Your Business Model. Retrieved from http://slidesha.re/d680AW and http://slidesha.re/10UdVH.Two great presentations which form the basis for this presentation.

Reis et al. (2000). “Daily Well-Being: The Role of Autonomy, Competence, and Relatedness”. Personality and Social Psychology Bulletin, 26 (4), p. 419-435.The scientific foundation for many of the ideas in this presentation.

Photo credits

Flickr (under creative commons): http://

www.flickr.com/photos/seandreilinger/959864706/sizes/o/in/photostream/

Thank you!